Bundaberg Tourism has launched a new consumer marketing campaign that will influence travellers to rediscover the thrill of the open road and immerse themselves in Bundabergās extraordinary coastal, hinterland, and reef experiences.
Research from Tourism and Events Queensland (TEQ) shows that a primary driver for intrastate visitors is a weekend road trip, and with the Bundaberg Region an ideal 4 hour drive from the booming population centres of South East Queensland, the destination is focussed on attracting these guests across winter.
The Campaign will capitalise on audiences already interested in the region and its stunning experiences through Februaryās morning show blitz, when Bundaberg Tourism and the tourism industry welcomed Channel 7ās Sunrise and Channel 9ās Today Show to the region, as well as partnering with TEQ on dedicated Pacific Coast Way Road Trip marketing.
Bundaberg Tourism CEO Katherine Reid said āFrom reef to outback, foodie trails to coastal escapes ā Bundaberg, Southern Great Barrier Reef is continuing to grow our reputation as one of Queenslandās top must-do road trip destinations.
āOur team and industry will push out drive-focused digital storytelling to capture the attention of eager travel intenders looking for their next great road trip, putting Bundaberg, Southern Great Barrier Reef in the spotlight.
āAs part of the campaign, we are launching four brand new drive itineraries that will guide travel intenders seeking affordable and unforgettable road trips to our epic coastal, hinterland, culinary and reef experiences.
āWe encourage any member of the Bundaberg community to get involved ā invite your friends and family to come and visit, share the itineraries and social media content loud and proud, and get out and about yourself in this incredible region we call home.ā
The campaign is completely free for Bundaberg Tourism members and industry to participate in ā for details on how to participate, visit here.
ABOUT THE CAMPAIGN
Campaign target markets:
- Geographic: Southeast Queensland and 400km+ drive radius from Bundaberg
- Demographics: Couples aged 25-45, Gen Xās and young families
Campaign timing:
- 7 April to 19 May 2025 (six weeks)
Campaign activity:
- Four newly curated road trip itineraries highlighting coastal, hinterland, culinary and reef experiences.
- 6-week Targeted Social Media Campaign
- Targeted consumer EDM campaign reaching BT’s database of 19,500+ active subscribers
Campaign aim:
Building on the momentum of TEQās drive tourism push, this campaign targets high-intent travellers looking for an affordable, unforgettable road trip.
By showcasing Bundaberg, Southern Great Barrier Reefās scenic drives, immersive experiences, and short-stay escapes, the campaign aims to convert interest, driving leads to industry for the winter shoulder season.
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